Abstract

With the rapid development of China’s macroeconomic and the stability ofpolitical situation these years, our emerging and prosperous business events havebeen provided with good external environment. As the main part of high-end travelmarket, business travel has shown its unique advantages and potentials. At the sametime, more and more business travel service enterprises in China have grown up.However, in the fiercely competitive business travel service market which not onlymeeting the problem of similar service products, but also facing to satisfy changefulrequirements from customers, the most important thing for our business travelservice enterprises is to find an effective way to branding itself and providing morevaluable service than others’. Considering that, customer experience managementwhich is the very heart of customer relationship management has undoubtedlybecome an effective measure for business travel service enterprises. Taking customerexperience management into business travel service enterprise met up with thedevelopment trend of human society which from agricultural economy and industrialeconomy, the service economy to the experience economy, satisfied requirements ofconsumer spending levels from practical levels to experience level, helpedenterprises to re-examine the needs of customers, to seek new unique sellingproposition, and to establish lasting competitive advantage in root of service.As mentioned above, the thesis named our country business travel serviceenterprise customer experience theme recognition and design study is selected to research. The research work contains three parts: Firstly, doing the literature reviewof basic theories about customer experience management and the research of itsrecognition and designation. Secondly, trying to recognize and design the ten themesof our country business travel service enterprise on the basis of previous studies’results and analyzing the level and structure of those customer experience themes.Then according to Maslow’s hierarchy of needs model, try to develop the pyramidmodel of our country business travel service enterprise. Lastly, according to the casestudy of F company, contracting and analyzing the customer satisfaction data,verifying the validity of implementation and applications of customer experiencethemes.The innovation of this paper lies in importing customer experience managementto our country business travel marketing management system and recognizing anddesigning customer experience themes for our country business travel serviceenterprises. Furthermore, put forward valuable suggestions and plans with specificcase to our country business travel service enterprise customer experiencemanagement.